Tourism Malaysia
As part of its ongoing promotional efforts to position Malaysia as a preferred tourist destination for Chinese travelers, Tourism Malaysia has participated at Internationale Tourismus-Börse China (ITB) China 2025, held in Shanghai from 27 to 29 May.
ITB China is a premier B2B-exclusive trade show focused on the Chinese outbound travel market which serves as a pivotal platform for destinations worldwide to engage with Chinese travel agencies, airlines, digital platforms, and tourism stakeholders. This initiative also echoes the values of Malaysia MADANI, fostering international collaboration through tourism.
Malaysia’s participation in ITB China for the sixth consecutive year underscores the country’s long-standing commitment to the China market and its significance as one of Malaysia’s top tourism source countries. This year, Malaysia is also proud to serve as the Country Partner for ITB China 2025—further solidifying bilateral tourism cooperation and visibility on the global stage.
The Malaysian delegation is proudly led by YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, together with YBhg. Datuk Manoharan Periasamy, Director General of Tourism Malaysia, accompanied by a strong representative of 50 organisations.
These include state tourism boards such as Penang Global Tourism, Tourism Perak, Tourism Melaka, Tourism Selangor, Sabah Tourism Board and Tourism Negeri Sembilan, as well as national agencies like the Malaysia Convention & Exhibition Bureau (MyCEB) and Malaysia My Second Home (MM2H). Also participating are key industry players including 20 hotels and resorts, 12 travel agencies, two MM2H agents, eight tourism product owners, one medical representative and one association, all coming together to promote Malaysia’s wide array of attractions and tourism offerings.
Aligned with the goals of Visit Malaysia 2026 (VM2026), the delegation aims to increase Chinese visitors arrivals by showcasing new travel experiences and forge long-term business partnerships. Among the highlights promoted are eco-adventures in Borneo, cultural heritage trails in Melaka and Penang, luxury beach resorts, nature retreats, gastronomic experiences, as well as Muslim-friendly travel packages.
Tourism Malaysia also emphasizes Malaysia’s strong air connectivity alongside the visa- free entry for Chinese nationals until the end of 2026 with the country’s multi-ethnic harmony, safety and hospitality as the main selling points for Chinese travelers.
In 2024, Malaysia welcomed 38 million international visitors, marking a 31.1% increase compared to 2023 and an 8.3% rise over pre-pandemic 2019 levels. This positive trend continued in this year, with January to April alone recording 13.4 million arrivals, a 21.0% increase compared to the same period in 2024.
Notably, China contributed 1.4 million visitors to Malaysia from January to April this year, reflecting a robust 37.8% increase compared to the same period in 2024. Thus, the target for international visitor arrivals to Malaysia in 2025, is set at 45 million visitors with an expected revenue of RM270 billion generated from visitors expenditure.
This growth is poised to contribute significantly towards Malaysia’s GDP and support the broader goals of tourism recovery and sustainable economic development. Hence, driven by the Malaysia MADANI vision, Tourism Malaysia remains committed to delivering authentic, high-quality travel experiences, and will continue to work closely with industry partners in China to ensure that Malaysia remains a top-of-mind destination among Chinese travelers.
Also watch Visit Malaysia 2026 (video)
Also read Get Ready: ITB China 2025 Launches May 27 at Shanghai World Expo Center
